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Click Tip - Archive: February 2014

Click Tip - Monday, February 24th, 2014 - So You Want to be a PPC Campaign Manager?

At the next cocktail party, if you tell the person next to you that you run PPC campaigns for a living, they might still wonder what you do, but after learning, they may be fascinated with the stamina, intrigue, and mysterious workings of your industry. If they are thinking about changing careers, however, there are some characteristics that they must have.

They Must be Weird

A person who runs PPC campaigns for a living is a combination of Internet Technology manager and marketer. They love what they do for a living, but many people fail to thrive in an environment where results are thrown in their face every second of every day.

Easily Accepts Responsibility for Everything

Since the PPC campaigner is often the lone ranger, they must be prepared to accept responsibility for everything. That includes things that are not their fault. They seldom hear positive comments, but when negative comments are passed out, the person running the PPC campaign is usually first in line. They must be prepared to accept these comments, and will not survive if they take them personally.

Refuses Personal Hours

If a person is considering being a PPC campaign manager, then they must be prepared to work 24 hours a day seven days a week. If you enjoy going out to quiet dinners, sleeping eight to ten hours in a row, and other social activities, then you are probably not cut out to run a PPC campaign. You can guarantee that your phone will ring at the most inopportune moments and you had better answer it gracefully and immediately.

Love to Search for Photos

If the most fascinating thing you can imagine doing is searching for photos that will move everyone’s heart, then you might be a good candidate. Of course, the PPC manager is expected to create the perfect ad on a minutes notice, without any copyright infringements.

Never Satisfied with Your Knowledge

The world of PPC is always changing. In order to be a successful manager you must be constantly learning. You will not have a second to rest on your laurels, so you will be stuck with the phone in one ear talking to a client, while you are learning the newest tricks to help manage that client’s campaign.

Understands Ulterior Motives

The person running the PPC campaign must constantly be willing to look behind a person says and find their real motive. Just remember the client is always looking at their return on investment. Meanwhile, the advertising department is looking at engines and platforms. Your job is to find an area where the two can meet, and convince each that you have their best interest at heart.

Results Driven

The best PPC manager is able to take a lot of stress, and remain focused on the result. They understand that the thousands of tasks that must be completed immediately must be prioritized and completed each day, regardless of whether they are healthy or not, in a good mood or not, and even when the wife burn the toast or the car quits.

One thing that you need to do consistently is to check for bad quality leads. These leads cost companies lots of money, and in addition, they hurt the results of your campaigns so it becomes difficult to tell what is happening within a campaign. While these bad leads can come from a variety of sources, for most campaigns there will be two main offenders: Bing Search Partners and Google’s Search Partners.

The first place that you should look is at your campaign that has the highest volume, but do not stop at that point. Make sure also to check:

Campaigns being launched for the first time

Campaigns where location targets have been loosened

New networks being targeted

New campaigns targeting particular devices

Once you have identified that there is a problem, you need to be very proactive in solving the problem. Start by opting out of the Bing Search Partner Program. Then, follow the following steps on the Google Display Network.

Open the site category exclusions in the display network

Tap on the “+” sign to expand the exclusions interface

Select the campaign with the most bad leads

Hit the “Add Exclusions” button

Exclude categories based on your keyword performance indicators

Save the changes

Close the program

Monitor the results

You must remain proactive about locating these bad lead sources. A great way to do this is to install a CRM platform. If you do not have a CRM platform program, then talk to your client about buying one. Some suggestions for programs include:

Salesforce

Oncontact

Sales Act! Premium

Prophet

AIMcrm

You should already be getting summaries of these reports, so asking for a little more information so you can tweak your campaign should be no problem.